Risorse / Glossario / Apparound

Glossario Apparound

This section contains a collection of terms related to the digitization of sales processes, the latest innovations in technology and marketing, each accompanied by an explanation of the meaning or other observations.

Return on Sales: the guide to the company's financial health

The field of marketing and sales is constantly evolving and expanding. To stay competitive, it is essential to be up-to-date and master all the crucial acronyms and keywords in this sphere.

One of these is undoubtedly Return on Sales (ROS). Also known as "sales profitability" or "sales return," it is a very important financial indicator that measures the profit generated by a company for every dollar of revenue.

This metric offers a clear and precise view of how well a particular business can convert sales into profit. By analyzing ROS, one can assess the financial health of a company to make informed and strategic decisions.

Link text

What is Return on Sales and what is its formula

As mentioned, ROS is a corporate financial indicator that compares operating income with net revenue. The formula is simple.

ROS = (Operating Income / Net Revenue) x 100


Return on Sales

Every time we apply this formula, we analyze the company's ability to turn a sale into profit. If the result is high, then the management of operating costs is effective. Conversely, if ROS is low, it may be appropriate to review the company's strategies.

Link text

Why is it so important?

We have just explained the difference between a high ROS and a low one and what to do in case of unsatisfactory results. It is clear, therefore, how this metric plays a very important role as an indicator of corporate performance.

But not only:

  • Measures Operational Efficiency. ROS helps determine if the company is effectively controlling and managing its costs to maximize profits.

  • Benchmarking Tool: ROS is perfect for comparing your company's performance with that of competitors. This way, you can understand if your company meets industry standards and identify areas for improvement.

  • Profitability Indicator. Financial analysts and investors use Return on Sales. By analyzing this metric, they can assess how attractive it is to invest in a specific company.

  • Strategic Planning. Monitoring ROS is useful for gathering the necessary information for optimal strategic planning. By identifying strengths and weaknesses, growth can be achieved.

Link text

These are the main factors that determine Return on Sales

The sales profitability indicator can be influenced by factors both internal and external to the company.

The cost of sales, which includes all expenses related to the production of goods or services, is a key element that affects ROS. An increase in sales costs can reduce operating income. Salaries, administrative expenses, and rents also impact results. Therefore, effective management of these outflows can make a significant difference.

The selling price is another determining factor for ROS. Increasing it can improve the final result, but it carries risks. It is crucial to find a balance that satisfies customers without reducing demand.

The last element influencing ROS is production efficiency: optimizing processes can reduce sales costs and consequently lead to a higher ROS.

Link text

How to Improve ROS? Some useful strategies

There are several strategies to adopt. Here are some options:

  • Reduce Operating Costs: optimize the supply chain, negotiate better terms with suppliers, and implement advanced technologies to improve production efficiency.

  • Increase Prices: balance business needs with customer expectations. If the market allows, raising prices is feasible; otherwise, every decision must be balanced to avoid losing customers.

  • Invest in Technology and Explore Global Markets: automate some processes and adopt lean manufacturing methodologies to increase ROS. Explore new emerging markets and launch new products that meet customer demand.


Ultimately, ROS is a planning and benchmarking instrument that leads to healthy growth and success for your company.

Link text

Return on Sales (ROS), also known as operating margin, is a financial indicator that measures a company's operating efficiency. It indicates how much profit a company generates from its sales after covering operating expenses.

ROS and profit margin are often used interchangeably. However, while ROS uses EBIT as the numerator, profit margin uses net income. Both measure profitability, but from slightly different perspectives.

ROS can be influenced by several factors, including:

  • Operating costs: An increase in selling costs, wages, administrative expenses, and rent can reduce ROS.

  • Selling price: Increasing the selling price can improve ROS, but risks reducing demand.

  • Production efficiency: Improving the efficiency of production processes can reduce selling costs and increase ROI.

To improve ROS, companies can:

  • Reduce operating costs by optimizing the supply chain and negotiating better terms with suppliers.

  • Increase sales prices in a balanced way so as not to reduce demand.

Invest in technology to automate processes and improve production efficiency.

A good ROS value varies by industry. In general, a higher ROS indicates a company's better ability to turn sales into profit. It is useful to compare ROS with industry benchmarks and the company's historical performance to get an accurate assessment.